Mobile First Platform use cases for the Retail Industry
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The document provides information on how mobile technologies can be used in the retail industry. It discusses how retailers can use mobile to create a seamless shopping experience across channels, provide relevant real-time engagement with customers based on their location and context, and increase loyalty and lifetime value through personalized experiences. It provides examples of how retailers can implement beacon technology, in-app notifications, and integration with backend systems to recognize customers and better serve their needs while they shop both online and in physical stores.
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Mobile First Platform use cases for the Retail Industry
- 1. © 2015 IBM Corporation IBM MobileFirst Platform use cases for the Retail Industry
- 2. © 2015 IBM Corporation 2 Mobile is reinventing enterprise strategy When your app disappoints users, 65% of them will not buy your other products Mobile engagement is the consumer battleground Mobile requires a new approach to IT 100% of the LOB apps in customer-facing roles will be built for mobile-first consumption by 2017 81% of companies have employee owned devices accessing their network but only 48% have a mobile security strategy The impact of mobile
- 3. © 2015 IBM Corporation 3 Mobile innovations are driving personalized engagement in retail Bypass the checkout line by enabling mobile payments, paperless coupons and automatically applying loyalty points. Make useful recommendations to customers based on trends, local events, weather and presence within or nearby the store Proactively offer dinner reservation options to a mall shopper based on time of day, location, dwell time and context of the customer’s preferences Get access to expertise for gear selection, trip planning and weather/condition alerts with a connected experience online, in the mobile app or in the store. Prescriptive recommendations Efficiency Exceptional experiences Blur digital with physical
- 4. © 2015 IBM Corporation 4 Consumers expect: A seamless and integrated experience as they move across mobile, online and offline channels To be treated as an individual, recognizing interests, preferences, behaviors and interactions Relevant, personalized & timely interactions in the right place and at the right time for maximum relevance Retailers must synchronize across channels Can your customers pick up where they left off no matter what device they’re using? Can you create targeted offers based on the loyalty, preferences and past behavior? What value-add experiences are you delivering to increase customer wallet share while on location? What’s your approach?
- 5. © 2015 IBM Corporation 5 SEAMLESS SHOPPING EXPERIENCE Create an engaging, digital one-stop shopping experience that extends the value of your brand and drives loyalty RELEVANT REAL-TIME ENGAGEMENT IN THE MOMENT Leverage context, time and location to create a personalized in-app experience within the physical store location that converts browsers into buyers and increases cross sell/up sell LOYALTY AND LIFETIME VALUE Capture and respond to the customer’s digital voice by tapping in to in-app activity, sentiment and conversions Key usage patterns for mobile help retailers achieve a personalized customer experience
- 6. © 2015 IBM Corporation 6© 2015 IBM Corporation 6 Based on Jane’s wish list, she receives a notification about a new line of yoga apparel and an in-app store map with the location She receives a welcome message that her order is ready and launches the app A store associate is alerted to Jane’s presence and assists her in finding the answer. Store associate sees Jane’s loyalty status and rewards her with a 20% off coupon for the yoga pants which Jane can initiate through the app as she checks out Lingering in the yoga aisle for 5 minutes Jane tries to figure out if the new yoga line meets her preference for organically grown material Jane arrives at the store to pick up her son’s gifts and connects to store Wi-fi as an opt-in client Recognize opportunities to convert wish lists and abandoned carts, provide in-the-moment solutions and create high value relationships by building location and context into the mobile app. Arm store associates with the ability to deliver superior customer service
- 7. © 2015 IBM Corporation 7 Mobile capabilities that enable a seamless shopping experience © 2015 IBM Corporation 7 Seamless shopping experience Capabilities that make a great app Jane launches the store mobile app to search for products of interest Give details she wants on products, customer reviews and availability for shipping or pick up by integrating with merchandising, inventory and scheduling systems The app serves up related products based on Jane’s current search and history/profile Apply real time analytics on current browsing patterns in context of buying history provided by CRM and marketing systems Jane adds suggestions to basket, browses yoga pants and adds to wish list Capture Jane’s activity and push data to marketing and CRM systems The app indicates product availability by location and prompts Jane to chat with a store associate Secure SMS enables in-app chat so Jane can request a transfer of one of her items to a closer location assisted by geo- location in the phone and access to cloud services Jane wants to pay for and pick up birthday gifts in a nearby store Protect the search, pick up and payment transactions with data encryption, app authentication and transactional security
- 8. © 2015 IBM Corporation 8 Before: Existing mobile site was a mobile catalogue of company inventory Consumers unable to login, navigate through the site and complete a purchase 25% of overall traffic coming from tablets and smart phones not being converted to sales Today: E-commerce strategy extends across desktop store-front and consumer-facing mobile capabilities Adaptive, reusable and scalable platform allows for code re-use across channels, eliminating duplicative development Customers are served seamlessly across any device including tablet, mobile and desktop h.h.gregg delivers a seamless shopping experience across channels with IBM MobileFirst Platform © 2015 IBM Corporation 8
- 9. © 2015 IBM Corporation 9 MOBILE INNOVATION IN RETAIL drives real business value © 2015 IBM Corporation 9 Increase Average Basket Size Improve % Purchase FrequencyPersonalized and Contextual Content Improve % Coupon Redemption Improve % Promotion Basket Lift Increase # Loyalty Program members Recognize and Reward Behaviour Increase Buyer Frequency Reduce % Client Attrition The value Increase Loyalty and Lifetime Value (LTV) Personalize the Shopping Experience Relevant Real-time Engagement Location Based Services Improve % Cross-sell Improve # Categories Shopped Increase Basket Size
- 10. © 2015 IBM Corporation 10 A personalized mobile customer experience: built on the IBM MobileFirst Platform APIs Software or As-a-ServiceOn premises Cloud Native HTML5 Hybrid 3rd party tools IBM MobileFirst Platform Modular Services Analytics Deploy GIS Cloud Services Payments/ Wallets Partner Offers Systems of Record IMS OMS ERP CRM Systems of Insight LoyaltyPreferencesMarketing Campaigns Contextualize & Personalize SecureContinuously Improve Enrich with Data
- 11. © 2015 IBM Corporation 11 IBM Ready App for Retail: Personalized shopping experience Using contextual notifications and beacons, the app understands the customer in context of their journey and focuses on real time personalization and engagements. + Personalized & Contextual Notifications. + Location Awareness, Indoor Location. + Hybrid + Native UI integration + Backend Integration for Data Access + Secure, Authentication, Encrypted Local Storage + Apple Watch Extension
- 12. © 2015 IBM Corporation 12 Thank You
Editor's Notes
- Mobile has fundamentally changed the ways that we live work and play. Mobile is reinventing enterprise strategy – Far more than a mere consumer technology, mobile capabilities are disrupting traditional business models, providing businesses with new sources of data and insight, and driving top- and bottom-line results. Companies are shifting decision making to the front lines of their organizations where employees can interact and take action in real time. As a result, 100% of the LOB apps in customer-facing roles will be built for mobile-first consumption by 2017(1). Mobile engagement is the consumer battleground - There is little doubt that consumer adoption of mobile products and services is continuing to grow exponentially. But unlike just a few years ago when simply having a mobile app was sufficient, consumers are increasingly savvy and demanding of the mobile experience that they have with their customers. Not only is the mobile experience impacting the decision to do business with a company in a given moment, a poor experience is impacting future purchase intention with 65% of app users saying that a poor mobile experience will stop them from making other purchases from a company. The mobile world operates at speeds that make old paradigms for application development, security and infrastructure obsolete. Though demand for apps is booming, manual processes, complex data integrations, and cross-platform capabilities slow down development. On the device side, companies who once owned all of the data, and hardware that accessed their networks now must content with apps, data, and devices that are not directly within their control. And skills availability continues to plague most organizations. Sources: IDC FutureScape: Worldwide Mobile Enterprise Applications and Solutions 2015 Predictions http://www.idc.com/getdoc.jsp?containerId=prUS25350514 “IBM Mobile App Consumer Survey”, a commissioned study conducted by Forrester Consulting on behalf of IBM, September, 2014 http://www.ibm.com/mobilefirst/us/en/good-apps-bad-apps.html IBM Institute for Business Value, The “upwardly mobile” enterprise: Setting the strategic agenda https://www14.software.ibm.com/webapp/iwm/web/signup.do?source=sw-app&S_PKG=ov18165&S_TACT=109KA5TW
- Objective of this slide: Talk about change in the industry, then innovations with mobile and how these innovations are required for retailers to survive. MGM (exceptional experiences): If a customer is standing in a casino for any length of time, the Cisco wireless network triggers a notification to the marketing system based on the location and dwell time of a guest. The marketing software analyzes the data to infer that the guest might be trying to decide what restaurant to select – it infers this based on time of day and knowing that the guest is traveling with his family. If the marketing system is connected to the hotel’s restaurant reservations system and it knows that the guest likes Chinese food based on previous stays, it can use the hotel’s mobile app to send a message targeted to the guest’s behavior at the time. For example, a message could say that there is an opening at my favorite Chinese restaurant but the wait is an hour, whereas the wait at another restaurant that isn’t Chineses is 15 minutes. The guest is then enabled to make a reservation at one of the two options. Source: Right Time Experiences: Driving Revenue with Mobile and Big Data, Maribel Lopez, PP 1762 Walmart (Prescriptive Recs): Overall, 50% of walmart’s customers have smartphones and 50% of warlmart.com’s traffic is driven by mobile. App users come to their stores twice as often as non-app users and spend 40% more. Walmart’s goal is to create shopping tools that become second nature to the customer, providing assistance at every part of the journey from pre-store planning to in-store shopping. They’re leveraging big data and predictive analytics to automatically generate a shopping list for customers based on what they and others purchase each week. They’re analyzing every clickable action on walmart.com as well as trends on Twitter, local weather deviations, and other local external events like the World Series. They do this in order to make prescriptive recommendations to their customers based on trends, time, location, behaviors, etc. Source: Right Time Experiences: Driving Revenue with Mobile and Big Data, Maribel Lopez, PP 5181. Walgreens (Efficiency): Focus on convenience for consumers. The team is using digital tools to eliminate friction where it often builds up: the checkout line. Walgreens was an early adopter of Apple Pay; the mobile app enables paperless coupons by connecting saved digital discounts directly to a customer’s rewards card. When scanned, the discounts will be deducted automatically, getting shoppers out the door faster. Convenience: putting product information and inventory and in-app, customizable shopping lists to the forefront, they’re improving the in-store experience before consumers get there. The app also incentivizes shoppers to visit by tracking their health choices. Users can link their Walgreens rewards card to their FitBit or a third-party fitness tracker like RunKeeper in order to get perks for being active. A logged three-mile run, for instance, will translate to Walgreens points that can be used toward purchases. REI: Washington-based company’s senior vice president of digital retail, says that mobile is what the company thinks about first when it thinks about its customers’ shopping experience. The plan isn’t to go all-in on mobile and let REI’s impressive brick-and-mortar stores wither. Instead, Brown and REI CEO Jerry Stitzke, who sat next to him on stage, see smartphones as an extension of the retailer’s physical presence. Webroomers – shopping online and buyingin the store. Over 75 percent of REI customers who buy something in a store, have browsed that product’s category online within the seven days leading up to the purchase. And the browsing doesn’t stop once they arrive at REI. The No. 1 site visited by customers in our stores, on their mobile phones, is rei.com. one unified strategy spread across all digital platforms is not a sound solution. The REI Snow Report helps skiers and snowboarders know the details about their favorite slopes before heading to the mountain. Designed to leverage national and international resort feeds, users identify favorite locations and chose from intuitive alerts, such as new snow, weather forecasts and snow depth. Push notifications present engaging content, while trip planning with friends is easy through the social media sharing feature. The REI Snow Report won a 2013 Digiday Mobi Award for Best Mobile for Ecommerce/Retail. Digital analytics is a key contributor to how you orchestrate the customer journey. REI has seen significant usage on mobile, but has found that mobile does not convert as well as tablet devices. More consumers appear to be purchasing on tablets, which suggests that tablet applications may be better off featuring enhanced checkout options. The top iPhone (iOS) apps based on average star rating of at least 3.0 stars and percentage of favorable ratings in Apple Inc.’s App Store belong to Fanatics Inc. (5.0 stars, 99.1%), Amazon.com Inc. (4.5 stars, 98.3%), Groupon (4.5 stars, 95.1%), Joss & Main (4.5 stars, 92.9%), Home Depot Pro App (4.5 stars, 91.4%), Walgreen Co. (4.5 stars, 88%), and RueLaLa.com (4.5 stars, 87.6%). The lowest-rated iPhone apps based on average star rating fewer than 3.0 stars and percentage of negative ratings in the App Store belong to Hulu Plus (2.0 stars, 75.2%), Costco Wholesale Corp. (2.0 stars, 71.9%), Cartwheel by Target Corp. (2.5 stars, 63.7%), The Home Depot Inc. (2.5 stars, 54.5%), and Sears Holdings Corp. (2.5 stars, 49.6%). 72% of these iPhone retail apps have negative feedback regarding performance, 51% have negative feedback regarding features, and 13% have negative feedback regarding design, the Pivotal Labs reports finds.
- Physical and digital worlds are converging. Consumers expect a seamless and integrated experience as they move across mobile, online and offline channels. They expect to use their devices in the store to assist in finding information, identifying what’s available in this location or another location, and even ordering from their mobile device. Consumers also want to be known as individuals and would like the retailer to acknowledge their explicit and implicit preferences. So if I’m a GAP customer and I’ve only bought jeans from them over the past 2 years, it might make sense to have the home screen of the app reflect denim when I login, vs. highlighting women’s shirts. Consumers expect personalized, and timely info…right when they need it. Preferably without too much asking. Meaning, if I’m in a store and my preference is jeans and I’m near the jeans, send me a coupon via a rich push notification or prompt a sales associate to approach me for help. However: Study by American banker finds that average banking apps average 3-stars and a recent federal reserve study shows that 50% feel that there is no differentiation from their app, no wow factor Further more 60% put mobile banking as a reason to switch banks, both to get it, and get a better app… Even worse, almost half are so disappointed they consider deleting their app, giving up on mobile banking
- Engage customers in a contextually relevant way, in real time. Recognize opportunities to convert wish lists and abandoned carts, provide in-the-moment solutions and create high value relationships by building location and context into the mobile app. Arm store associates with the ability to deliver superior customer service. An enterprise-class platform for mobile app development helps you: Establish linkage across apps with MobileFirst Platform Foundation Intelligent location awareness and analytics in the store enables sales associates to have targeted interactions that delight customers in the moment Multiple levels of security enable the store associate to only access a certain level of information about Jane, just enough to initiate a personalized offer
- Create a seamless mobile shopping experience by integrating with enterprise data, executing in-the-moment analytics and pushing contextual offers – product info, inventory, customer history, frequent shopper status, current trends and marketing Provide a frictionless experience for Jane as she engages from her tablet, smart phone or smart watch by recognizing the device and orchestrating the data and information that is served up
- Based in Indianapolis, Indiana, h.h. gregg is a retailer of consumer electronics and home appliances, with 229 locations in 20 states. The company employs over 9,000 people has annual revenues of approximately USD2 billion. The Situation: Limited mobile functionality HH Gregg needed to develop a dynamic and interactive user environment, enabling customers to make purchases through its mobile site. The existing mobile site at h.h. gregg, however, was essentially a mobile catalogue of company inventory, lacking a check-out function and user login account functionality. In order to complete a purchase mobile customers would need to navigate through the h.h. gregg desktop site, a difficult task on a mobile phone. With over 25% of traffic volume coming through tablets and smartphones, h.h. gregg wanted a more effective model for converting that traffic into sales. Solution: Interactive mobile site IBM® Business Partner PointSource integrates IBM Websphere Commerce software with IBM Worklight 5 software to provide consistent cross-channel user experience. h.h. gregg teamed with IBM Business Partner PointSource to build an adaptive, reusable and scalable mobile platform capable of supporting the company’s mobile strategy, providing a consistent user experience regardless of device. Benefits: Increasing sales conversions HH Gregg customers now shop and complete sales transactions through an electronic storefront created by PointSource. Delivers consistent user experience across channels Enables mobile customers to execute product purchases Allows for code re-use across mobile and desktop platforms Solution Components Software IBM® WebSphere Commerce IBM Worklight 5 IBM Business Partner PointSource
- Continuously Improve: App Management, Operational Analytics, In-App Feedback & Crash analysis, Sentiment Analysis Secure: User authentication, App Authenticity, Encrypt local data, Application scanning Contextualize & Personalize: Location engagement, Location analytics, Geospatial enabled query, Push notifications Enrich with Data: Cloudant NoSQL DB, Backend integration, Offline sync Content management, commerce – add to systems of record IMS = inventory management system Add services - iX
- Download the ready app today and demo on your iPhone or Android devices. Go to the Ready Apps Community: https://w3-connections.ibm.com/communities/service/html/communitystart?communityUuid=9af89e59-7b09-4f8d-b32a-caa34cc757c4
- Download the ready app today and demo on your iPhone or Android devices. Go to the Ready Apps Community: https://w3-connections.ibm.com/communities/service/html/communitystart?communityUuid=9af89e59-7b09-4f8d-b32a-caa34cc757c4